Persona 2: Rahul

User research
Rahul
Potential target users: Age: 43
Animal Advocates: People who are passionate about animal welfare and are actively involved in animal- Occupation: Civil engineer
related causes. Family: Lives with his wife and
Potential Pet Owners: Individuals or families who are looking to adopt a pet. two kids
Tech-savvy donors: Individuals who are comfortable with technology and prefer online platforms to make Hometown: Pune, India
donations
General population having disposable income who are interested in donating to nonprofits

I conducted user interviews with individuals who closely matched our target audience profiles. By analyzing
their feedback and combining it with insights from secondary case studies, I developed user personas and
user journey maps to guide our design process.

Persona 1: Tia

Tia is a socially responsible individual who actively seeks opportunities

to make a positive impact with her disposable income. Despite not
having a preferred charity, Tia is passionate about supporting causes Rahul is a compassionate person who wants to adopt a pet in order to expand
she believes in. However, due to her busy schedule, Tia finds it difficult his family. He views adoption as a chance to provide a homeless animal a loving
to research reliable NGOs that will efficiently use her donations. home. Rahul looks for information on the personality features of possible pets to
ensure compatibility with his family. He is less tech savvy, so he may require
user friendly online tools and help to navigate the adoption process.
Goals Frustrations
• A user-friendly website that • Fear of fraudulent
offers thorough information, websites or scams Goals Frustrations
transparency, and testimonies • A pet adoption website with a • Rahul finds it difficult to create
from actual donors. • Tia finds it time- clear and simple navigation a connection with animals
consuming to search for process. available for adoptions over the
organizations that align internet
• To get recommendations
with her values and verify • To know the personality traits of
from trusted sources such
their legitimacy before the dog to ensure that it is a good • Is unsure if a dog will be able to
as friends and family
making donations. fit for his family. adjust with his little children.
about nonprofit websites
they have used before.
• Websites with cluttered • Seeks crucial information about • Does not know how to care for
layouts create challenges the dog’s age, gender, vaccination a dog as he is a first-time pet
• An option to set up a
in navigating and finding status, health issues, and other owner.
recurring donation
information effectively. important details to make an
schedule where a fixed
amount is deducted fro
informed decision. • Has difficulty using websites
her chosen payment with an unfamiliar navigation
• Obtaining helpful tips for pet care, process.
method each month
information about the adoption
process, shelter policies, and
• To be well-informed about
other related details.
Tia how her money will be
Age: 30 utilized and the tangible
Occupation: Sales executive results it can achieve.
Family: Lives with her partner
Hometown: Bangalore, India
 User Journey Map

Scenario Goals and expectations

• To find a dog available for adoption who will be a suitable match for
Rahul is a prospective dog adopter looking for a shelter in his area. He intends to select a
his family
dog based on personality traits before meeting in person. Rahul is looking for a healthy and
• To learn more about the adoption process, shelter policies, etc.
cheerful canine companion who will fit in with his family and bring joy to their lives

Reads through the

Schedules a visit to the adoption process and
Conducts a Google Explores the website and Reviews the detailed profiles of the
shelter to meet the shelter policies to
ACTION search for dog shelters scrolls through the list of dogs, focusing on their personality
selected dog(s) in person understand the necessary
near him dogs available for adoption traits and health information
and assess compatibility steps and requirements for
adopting a dog

Tasks Tasks Tasks Tasks Tasks

1. Looks for information
1. Search for nearby 1. Looks through the pictures of 1. Looks for detailed information 1. Selects a dog who he regarding the adoption
dog shelters using dogs available for adoption. about the dog including age, thinks will be a good fit process, eligibility criteria,
keywords such as 2. Sets a filter based on age gender, breed, vaccination status, for his family shelter policies, etc.
‘dog shelters near health conditions, specific diet, etc. 2. Schedules an 2. Looks through the blog
TASK LIST me’ 2. Looks for personality traits of the appointment at a for tips on how to care for
2. Looks for websites of dog suitable time and date a dog, guide for first-time
shelters with dogs to go meet the dog in pet owners, etc.
available for person and carry out the
adoption. adoption process

--Anticipation, hope and -Curiosity and eagerness as he -Confused as he is not aware of -Excited to meet the dog -Relieved and confident after
confusion as he tries to looks for a dog who could certain health conditions and who could become a part of understanding the adoption
find a suitable shelter to become a part of his family necessary vaccines needed for a his family process
begin the adoption -Uncertain and disappointed as healthy pet -Tense about the adoption
EMOTIONS process he can’t build a connection with -Happy to understand the dogs better process
dogs over the website after reading about their personality
traits

- -Using multiple images and
videos of each dog on the
website.
-Mentioning personality traits
IMPROVEMENT
and quirks of the dogs
OPPORTUNITIES
-Explaining the dog’s medical
condition and vaccination status in a
clear and simple format- in layman’s
language
-Mentioning any forms of dietary
restrictions or certain medication or
treatment required for the dog.
-Develop a user-friendly
scheduling system.
-Blog with tips on how to care
for a pet, the adoption
process, ideal diet for a dog,
guide on vaccinations and
dealing with the vet, etc. that
is easy to find.
 User Journey Map

Scenario Goals and expectations

Tia is a caring person who wants to make a difference by contributing a percentage of her
disposable income to a charity that shares her ideals. She finds possible charity through
Google searches and suggestions from friends and family. She mainly relies on the website
as her primary source of information to judge the authenticity and reputation of NGOs
before opting to donate.
• Make a significant difference by donating to charities whose
missions connect with hers.
• Ensure the legitimacy and reliability of the non-profits she chooses
to donate to by thoroughly reviewing their websites.

Explores NGOs Verifies te legitamacy and Enters the desired

Conducts a Google search Visits the website to gather
ACTION recommended by credibility of the donation amount and
for charities information about the charity
friends and family organization makes a contribution

Tasks Tasks Tasks Tasks Tasks

1. Search for charities on
Google using keywords
such as ‘online donation
platforms’ or ‘donate to
TASK LIST charity’
2. Scroll through the list of
charities to find a cause
she believes in.
1. Reviews any available
1. Searches for NGOs 1. Looks for a navigation menu to 1. Looks for testimonials, information on the
recommended by her explore different sections of the impact reports, etc. to donation process,
friends and family website assess the effectiveness including options for
2. Scans the homepage for and legitimacy of the recurring donations.
information about the charity’s organization. 2. Enters the desired
mission and goals 2. Looks for a call-to-action amount
button to donate to the 3. Looks for recognized
charity payment gateways and
completes the payment
process

--Overwhelmed by the
number of different charities
available
-Scared of fraudulent
EMOTIONS websites or scams
-She feels a sense of -Frustrated because the information
trust while exploring she is looking for is scattered over
NGOs previously used by various pages
her friends and family -Inspired and motivated by the work
done by the NGO
-Hopeful to create a positive impact
-Confused or doubtful
regarding the legitimacy of
the organization
-Relieved to read good
reviews by other donors
-Fulfilled and satisfied to
know she has taken a
proactive step to support a
cause she believes in.
-A sense of achievement
knowing her contribution is
going to make a difference

- A donation confirmation Make information regarding the -Ensure the website presents -Option to create recurring
or acknowledgement card website clear, organized, and easy to clear and concise information donations
that can be shared on find for a better user experience. about the organization's -Simple and streamlined
social media to history, testimonials, donation process
IMPROVEMENT encourage friend and achievements, and financial -Recognized payment
OPPORTUNITIES family to donate to the transparency. gateways
organization -Call to action button must be
clearly visible and have
sufficient padding